World number one Luke Littler has agreed to a landmark sponsorship deal that could be worth up to £20m, setting a new record in professional darts.
The 18 year old world champion has signed a ten year agreement with Target Darts, the company that has supported him since the early stages of his career. The deal is being described as the largest brand partnership ever seen in darts, with bonuses and performance related additions included.
Littler recently claimed a £1m prize after winning the World Championship earlier this month. His rapid rise and consistent success have already made him one of the most decorated young players the sport has ever seen.
Target Darts confirmed the scale of the agreement, while reports suggest the total value could reach £20m over the course of the contract. Representatives for both Littler and Target have been contacted for further comment.
A Career Built on Early Trust
Littler has already won two world titles and holds ten major tournament victories. Speaking about the partnership, he said Target believed in him from the very beginning.
He explained that the relationship has gone beyond sponsorship, covering his playing career, personal brand, and product development. He added that committing long term feels like the natural next step.
Target currently sells a full range of Littler branded products, including darts, dartboards, and playing shirts.
From Teenage Sensation to Dominant Champion
Littler first caught global attention at the 2024 World Championship, where he reached the final at just 16 years old before losing to Luke Humphries.
Later that year, he won the Premier League title. In January 2025, he lifted his first world championship trophy and successfully defended it the following year.
Only Phil Taylor and Michael van Gerwen have won more PDC world titles. Littler is now just the fourth player in history to win the championship in consecutive years.
Target Darts Reflects on a Defining Moment
Target chairman Garry Plummer shared that he first met Littler when he was only 12 years old at a youth qualifier event.
At the time, Littler’s father asked whether Target would sponsor him. Despite never supporting a player so young before, Plummer said the decision was easy after seeing Littler’s talent.
Global Spotlight Continues
Littler is now preparing for upcoming World Series events in Bahrain and Saudi Arabia, as his profile continues to grow worldwide.
